Question 1

The primary reason companies develop a communications budget using the percentage of sales method is:

Accepted Answer

A)  it tends to be more accurate than the other methods 
B)  the budget tends to change with sales so as sales increases there is more money available for communications 
C)  money is available for unique marketing opportunities that arise 
D)  it is simple to prepare 
A)  it tends to be more accurate than the other methods 
B)  the budget tends to change with sales so as sales increases there is more money available for communications 
C)  money is available for unique marketing opportunities that arise 
D)  it is simple to prepare

Question 2

A promotions opportunity analysis should:

Accepted Answer

A)  be concerned with product differentiation 
B)  determine the promotional opportunities that exist for a company 
C)  be the basis for the development of a marketing plan 
D)  focus on short-range tactics 
A)  be concerned with product differentiation 
B)  determine the promotional opportunities that exist for a company 
C)  be the basis for the development of a marketing plan 
D)  focus on short-range tactics

Question 3

Basing a budget on what other companies are spending on advertising and communication is which method?

Accepted Answer

A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  payout planning 
A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  payout planning

Question 4

In terms of the hierarchy of effects model,advertising expenditures during the awareness stage should generate higher sales revenue than advertising expenditures during the liking or preference stage.

Accepted Answer

A) True 
 B)False

Question 5

A communications budget is based on:

Accepted Answer

A)  communication objectives 
B)  marketing objectives 
C)  both communication and marketing objectives 
D)  a targeted level of return on investment 
A)  communication objectives 
B)  marketing objectives 
C)  both communication and marketing objectives 
D)  a targeted level of return on investment

Question 6

Product positioning is the perception created in the consumer's mind regarding the nature of the competition and the external environment.

Accepted Answer

A) True 
 B)False

Question 7

The first step of a promotions opportunity analysis is the creation of a communications budget.

Accepted Answer

A) True 
 B)False

Question 8

Benchmark measures are often used to study whether or not a promotional campaign has been successful.

Accepted Answer

A) True 
 B)False

Question 9

A carryover effect means that an ad has been shown often enough so that the consumer will remember the company when it is time to buy the product.

Accepted Answer

A) True 
 B)False

Question 10

Which method of developing marketing communications budget is often used in highly,competitive markets where rivalries between competitors are intense?

Accepted Answer

A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  objective and task 
A)  percentage of sales 
B)  meet the competition 
C)  what we can afford 
D)  objective and task

Question 11

The following are possible product positioning strategies,except:

Accepted Answer

A)  attributes 
B)  competitors 
C)  use or application 
D)  by-products 
A)  attributes 
B)  competitors 
C)  use or application 
D)  by-products

Question 12

Analysis of buying patterns by gender is an example of segmentation by:

Accepted Answer

A)  psychographics 
B)  generations 
C)  demographics 
D)  usage 
A)  psychographics 
B)  generations 
C)  demographics 
D)  usage

Question 13

The primary reason many companies use the percentage of sales method to prepare communications budget is its simplicity.

Accepted Answer

A) True 
 B)False

Question 14

In a communication market analysis,opportunities include an unfilled market niche or when the competition is doing a poor job of meeting the needs of some customers.

Accepted Answer

A) True 
 B)False

Question 15

Consumer goods that are "once in a lifetime" purchases due to the expense involved are:

Accepted Answer

A)  necessities 
B)  sundries 
C)  luxuries 
D)  demographic items 
A)  necessities 
B)  sundries 
C)  luxuries 
D)  demographic items

Question 16

Consumer goods that are "nice to own" are:

Accepted Answer

A)  necessities 
B)  sundries 
C)  low-priced 
D)  demographic items 
A)  necessities 
B)  sundries 
C)  low-priced 
D)  demographic items

Question 17

A market segment is a general approach which differentiates products to all customers in a geographic area.

Accepted Answer

A) True 
 B)False

Question 18

A communication market analysis consists of the following ingredients,except:

Accepted Answer

A)  company strengths 
B)  product positioning 
C)  customers 
D)  target markets 
A)  company strengths 
B)  product positioning 
C)  customers 
D)  target markets

Question 19

The starting point that is studied in relation to the degree of change following a promotional campaign is called a:

Accepted Answer

A)  post-hoc analysis 
B)  marginal analysis 
C)  benchmark measure 
D)  standardized measure 
A)  post-hoc analysis 
B)  marginal analysis 
C)  benchmark measure 
D)  standardized measure

Question 20

Tactics are activities performed to support strategies.

Accepted Answer

A) True 
 B)False

The primary reason companies develop a communications budget using the percentage of sales method is:

A promotions opportunity analysis should:

Basing a budget on what other companies are spending on advertising and communication is which method?

In terms of the hierarchy of effects model,advertising expenditures during the awareness stage should generate higher sales revenue than advertising expenditures during the liking or preference stage.

A communications budget is based on:

Product positioning is the perception created in the consumer's mind regarding the nature of the competition and the external environment.

The first step of a promotions opportunity analysis is the creation of a communications budget.

Benchmark measures are often used to study whether or not a promotional campaign has been successful.

A carryover effect means that an ad has been shown often enough so that the consumer will remember the company when it is time to buy the product.

Which method of developing marketing communications budget is often used in highly,competitive markets where rivalries between competitors are intense?

The following are possible product positioning strategies,except:

Analysis of buying patterns by gender is an example of segmentation by:

The primary reason many companies use the percentage of sales method to prepare communications budget is its simplicity.

In a communication market analysis,opportunities include an unfilled market niche or when the competition is doing a poor job of meeting the needs of some customers.

Consumer goods that are "once in a lifetime" purchases due to the expense involved are:

Consumer goods that are "nice to own" are:

A market segment is a general approach which differentiates products to all customers in a geographic area.

A communication market analysis consists of the following ingredients,except:

The starting point that is studied in relation to the degree of change following a promotional campaign is called a:

Tactics are activities performed to support strategies.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 4: Promotions Opportunity Analysis

The primary reason companies develop a communications budget using the percentage of sales method is:

A promotions opportunity analysis should:

Basing a budget on what other companies are spending on advertising and communication is which method?

In terms of the hierarchy of effects model,advertising expenditures during the awareness stage should generate higher sales revenue than advertising expenditures during the liking or preference stage.

A communications budget is based on:

Product positioning is the perception created in the consumer's mind regarding the nature of the competition and the external environment.

The first step of a promotions opportunity analysis is the creation of a communications budget.

Benchmark measures are often used to study whether or not a promotional campaign has been successful.

A carryover effect means that an ad has been shown often enough so that the consumer will remember the company when it is time to buy the product.

Which method of developing marketing communications budget is often used in highly,competitive markets where rivalries between competitors are intense?

The following are possible product positioning strategies,except:

Analysis of buying patterns by gender is an example of segmentation by:

The primary reason many companies use the percentage of sales method to prepare communications budget is its simplicity.

In a communication market analysis,opportunities include an unfilled market niche or when the competition is doing a poor job of meeting the needs of some customers.

Consumer goods that are "once in a lifetime" purchases due to the expense involved are:

Consumer goods that are "nice to own" are:

A market segment is a general approach which differentiates products to all customers in a geographic area.

A communication market analysis consists of the following ingredients,except:

The starting point that is studied in relation to the degree of change following a promotional campaign is called a:

Tactics are activities performed to support strategies.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

E-active Marketing

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters